Over two consecutive summers, Fribourg established itself as one of Switzerland’s most compelling destinations for elite urban sport, hosting two international FIBA 3×3 events that drew thousands of spectators and brought some of the world’s best players to the city’s streets. In 2023, Fribourg welcomed a stop on the FIBA 3×3 Women’s Series, featuring powerhouses from China, Azerbaijan, France and beyond. In 2024, the city stepped up to host a FIBA 3×3 Challenger, a direct qualifier for the FIBA 3×3 World Tour, with top-ranked teams including Ub Huishan NE (SRB), Amsterdam (NED) and Liman (SRB) competing alongside the home side Fribourg (SUI).
Behind both editions, TEAMMATE played a central advisory and connector role. Drawing on its long-standing relationships within FIBA and its knowledge of international federation structures, TEAMMATE served as the strategic bridge between the Canton of Fribourg’s institutions and FIBA, facilitating the dialogue, building the case for the city as a host, and coordinating the alignment between both parties that made the events possible. This is a direct expression of the Think dimension of TEAMMATE’s model: identifying the opportunity, positioning the host, and connecting the right stakeholders at the right moment.
The timing of these two editions carried particular significance. With the Paris 2024 Olympic Games approaching, 3×3 basketball was in its second Olympic cycle and national teams were actively seeking high-quality competitive environments to sharpen their preparation. Fribourg became one of the last major hubs of Olympic preparation for athletes who went on to compete in Paris, including future Olympic champions and finalists, giving the city an unexpected but meaningful place in the story of the Paris 2024 Games.